Unselling : the new customer experience / Scott Stratten and Alison Kramer

Contents

Chapter 1: UnSelling
Chapter 2: Joshie is Branding
Chapter 3: Funnel Vision
Chapter 4: Scott's remedies for funnel vision
Chapter 5: Pulse
Chapter 6: Air Canada vs. Westjet.
Chapter 7: External Pulse Factors and Trends
Chapter 8: Our Return Policy Is For You To Not Return
Chapter 9: Taking the Customer Pulse
Chapter 10: Are you in the customer tolerating business?
Chapter 11: Internal Factors and AIM
Chapter 12: Aspiring to be a Jedi
Chapter 13: Information
Chapter 14: Motivation
Chapter 15: Why there will be a whole lot less check-Ins
Chapter 16: Brand flatline: It's Not me; It's You
Chapter 17: Avoid the brand attack
Chapter 18: The Three Types of Pulse We Need To Pay Attention To
Chapter 19: The Game Of Loyalty
Chapter 20: What Really Matters in Branding
Chapter 21: The Pulse of an UnAwesome Industry
Chapter 22: Kitestring
Chapter 23: Taking My Pulse
Chapter 24: Big Ass Chapter
Chapter 25: Direct vs Moral Offense
Chapter 26: Offensive Real Estate
Chapter 27: The Moral Offense
Chapter 28: The Politics Of Engagement
Chapter 29: Insubordinate customers
Chapter 30: Outrage Outreach
Chapter 31: The impenetrable brand
Chapter 32: Pivot
Chapter 33: Hiring at Rock Bottom
Chapter 34: From the walkman, to the ipod
Chapter 35: Why I didn't invent Spanx
Chapter 36: What happens when you Pivot and no one notices?
Chapter 37: Netflix vs Blockbuster
Chapter 38: The Secret World of Book Publishing
Chapter 39: CrowdFunding
Chapter 40: Customer reviews - the good, the bad and the future.
Chapter 41: Beware Of Mountain Climbers Who Sell Equipment
Chapter 42: Social Media by the Dozen
Chapter 43: What Really Matters in Social
Chapter 44: Who polices the police presentations?
Chapter 45: How Not to Apologize
Chapter 46: Lack of Tartar Sauce Tact
Chapter 47: Your community is an allen key
Chapter 47: Return the Brand High-Five
Chapter 49: Stopping the Share
Chapter 50: The Value of a Read aka Sensational Headlines are Evil
Chapter 51: AVOID THE CLEANSE: HOW TO KEEP YOUR SUBSCRIBERS
Chapter 52: Should you Trade in Trade Shows?
Chapter 53: What Really Matters in Speaking
Chapter 54: What Really Matters in Podcasting
Chapter 55: What Really Matters in Blogging
Chapter 56: Company created community
Chapter 57: Forty Creek
Chapter 58: Passive vs Active Exposure
Chapter 59 - The Inner Social Circle.
Chapter 60: Social Media Success is None of your Brand's Business
Chapter 61: Conclusion

Includes index